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Chewy Trewella - Google Searchtips

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  • Transcript

    • 1. Making the most of your content Guidelines, Tools, Advice Chewy Trewhella Developer Advocate
    • 2. Agenda
        • Understanding Search
        • How Search Works
        • Webmaster Guidelines
        • Hot Topics
        • Site Owner Resources
    • 3. Understanding search Google and Search Results
    • 4. Overview
      • Google's mission is to organize the world's information and make it universally accessible and useful.
    • 5. Online trends Every day 100 million videos are served online Source: Comscore Around 60 billion email messages are sent daily Source: Deutsche Telekom Every month hundreds of millions of people search on Google Source: Comscore 10-25% of the web is new every time Google indexes it! Source: Google
    • 6. How Search Works Fundamentals of Crawling, Indexing, and Ranking
    • 7. Life of a Query Before the Search… www Build index Crawl web Calculate PageRank
    • 8. Crawling the Web
      • We’re downloading a copy of the web
      • How we’ve become more intelligent about it:
        • Understanding non-HTML content
        • Working with partners to get “deep web” content
        • Letting webmasters control crawl speed
      • We crawl continuously, scheduling visits to each page intelligently to maximize freshness
      www
    • 9. Calculating PageRank™
      • PageRank (PR) is a measure of the “importance” of a page based incoming links from other pages. It is one factor we use to rank results.
      • Each link from A to B adds some amount PR to B based on the PR and outbound links of A
      • PR is calculated for billions of pages and recorded for use in ranking
      Both links count… But Link #1 counts more. Bbc.co.uk (PR = 9) my blog Link #1 Link #2 your site
    • 10. Building the Index
      • This is like the index of a book; a mapping of words to the pages on which they appear. The Web is our book.
      • We keep a posting list of all the words we see and for each word on each page, record to the list where it occurs.
      • We then break up the index into shards and distribute them to many computers
      • When a user enters a query such as “Frans Bauer” each computer searches a small piece of the index for matching pages
    • 11. Life of a Query During the Search… www Scan index Submit query Route Fan out Select documents Rank results Present results www
    • 12. Ranking: How we do it
      • We order pages based on relevance and importance
        • 200+ quality signals, many ranking change proposals every month
      • Importance (query-independent)
        • The popularity and authoritativeness of a page, calculated when index was built. On Google, this factor is known as PageRank
      • Relevance (to query)
        • How well the content of a specific page (not site) matches the user’s search query, taking into account signals like # times the word appears, where it appears, anchor text of linking pages, etc.
      Ranking’s goal is to list the most useful documents from the selected set in order.
    • 13. Goals of ranking
      • We create general methods to improve our ranking that are scalable, impartial and provide benefit to users
      • Hard problem: 25% of queries have not been seen in 3 months
        • Hard problem 2: 10-25% of the web is new each time we crawl it
      • Considerations
        • the query (intent, query variations, language)
        • the user (web history, location, task)
        • the content (page rank, reputation, quality, language)
        • the web (changing content, current events)
    • 14. Webmaster Guidelines And Basic Site Preparation
    • 15. Basic site preparation
      • Discoverable
          • Can your site’s pages be found by Google?
      • Indexable
          • Can your site’s URLs be indexed?
          • Are they unique?
      • Content
          • Is the content useful? Will user searches match?
          • Is the structure and content of the page clear to Google?
      • Rank
          • How well do your site’s pages rank?
    • 16. Webmaster Guidelines
    • 17. Webmaster Guidelines: Site Structure
        • Parameters  It helps to keep the parameters short and the number of them few.
        • Good: http://www.google.com/search?q=amsterdam
        • Bad : http://maps.google.com/maps?f=q&hl=en&geocode=&q=amsterdam&ie=UTF8&z=11&iwloc=addr
    • 18. Webmaster Guidelines: Site Structure
        • Directory structure  Make a site with a clear hierarchy and text links.
        • Good :
        • Bad :
    • 19. Webmaster Guidelines: Site Structure
        • Link structure : Every page should be reachable from at least one static text link.
    • 20. Webmaster Guidelines: Site Structure
        • Redirects: Google recommends that you use fewer than five redirects for each request.
      / /index.asp /index.asp?jsessionid=weiru4895u89ur8932
    • 21. Webmaster Guidelines: Title and Snippets
        • User Queries: Think about how users actually search – not just what the brand manager says.
    • 22. Webmaster Guidelines: Title and Snippets
        • Title: Make sure that your TITLE tags are descriptive and accurate.
        • Heading : does this follow the title, and continue the theme?
        • Keywords: are they relevant terms?
    • 23. Webmaster Guidelines: Title and Snippets
        • Snippets : Different sources are used, including META tag for each page. Make sure they are descriptive of that page.
    • 24. Webmaster Guidelines: Body Text
        • Check your site: Use a text browser such as Lynx to examine your site, because most search engine spiders see your site much as Lynx would.
    • 25. Webmaster Guidelines: Body Text
        • Flash, JavaScript, etc: If fancy features keep you from seeing all of your site in a text browser, then search engine spiders may have trouble crawling your site.
        • Like YouTube, use HTML for the majority of each page, and use Flash or Javascript sparingly to provide rich content.
    • 26. Webmaster Guidelines: Body Text
        • Images: Make sure that your ALT attributes are descriptive and accurate.
        • GoogleBot can’t read images, so help it to understand them.
    • 27. Webmaster Guidelines: Test and Measure EVERYTHING
        • Analytics
        • Website Optimiser
    • 28. Webmaster Guidelines: Test and Measure EVERYTHING Track all sources of traffic – not just Google Adwords All search engines (both paid and natural) are supported As well as referring sites, directories, etc.
    • 29. Hot Topics Geo-Localization, Universal, Flash, Robots, Duplicates, Paid Links
    • 30. Different Results for Different Locations
    • 31. Different Results for Different Locations
    • 32. Universal Search
        • News/News Archive results  Submit your site for inclusion in Google News/News Archive
        • Image results  Opt-in to the enhanced image search
        • Local results  Upload your locations to Local Business Center
        • Video results  Host your video content on YouTube or submit your feed in Webmaster Tools.
        • Blog results  Add your blog’s web feed to Google Blog Search
    • 33. Searching Flash content
      • Flash can be great for high quality user experiences
      • Most search engines don’t index Flash movies
      • Google has a “first generation” Flash indexing solution
      • We’re improving Flash indexing
      • Many online video sites use Flash for rich content, but HTML for descriptive information.
    • 34. Flash indexing today - best practices
      • Advantages :
        • A rich user experience
        • Flash sites can be highly interactive and “magical”
      • Disadvantages :
        • Search engines struggle to read it
        • Many users can’t access it: screen readers, mobile devices, Linux
      • Best practices :
        • Use Flash for content, use HTML for navigation
    • 35. Flash best practice recommendations
      • Use HTML for navigation , Flash for page content
        • Allows us to see all the pages of your site
      • Use the description meta tag
        • Gives us text to index if we can’t access your content
      • Use text tracks within Flash
        • Google can extract text tracks, but not text burnt into images
      • Create an HTML version of your site for non-Flash users:
        • Google can navigate and index this
        • Great for users with page readers etc.
        • Avoid cloaking: don’t show different versions based on user-agent
    • 36. Flash best practice recommendations
    • 37. Flash best practice recommendations
    • 38. Robots exclusion protocol (aka robots.txt)
      • Robots Exclusion Protocol
        • Tells search engines what not to index
      • Created in June 1994. Now de-facto standard
        • Ongoing work to improve
    • 39. Simple examples
      • Robots.txt (top-level directory, text file):
      • user-agent: googlebot
      • disallow: /logs/
      • allow: /logs/introduction.html
      • META tags (HEAD section of HTML):
      • <meta name=“googlebot” content=“noindex”>
    • 40. Policy and per-page
      • Use robots.txt for:
        • general rules about directories to exclude
      • Use META tags for:
        • Per-page control
        • Control when you don’t have access to robots.txt
    • 41. Sophisticated control
      • Exclude files by type:
      • disallow: *.ppt$
      • Control snippets and cache display:
      • <meta name=“googlebot” content=“nosnippet, noarchive”>
        • Useful for temporary content
        • Use with care
    • 42. Duplicate Content
      • Negative effects
        • Dilution of link popularity
        • Long urls - bad branding and user experience
      • Google’s solution
        • Group urls into clusters
        • Select the best url and consolidate url properties to it
    • 43. Paid Links Passing PageRank
      • It is a violation of webmaster guidelines
        • Skews organic search results for users
        • All major search engines oppose it
        • Will impact the site’s reputation with Google
        • If you feel your were impacted, fix the violation and submit reconsideration request
      • It is not a violation when
        • Buying or selling links for traffic or branding without passing PageRank
    • 44. Site Owner Resources Webmaster Central, Webmaster Tools, Sitemaps
    • 45. Our goal is high-quality, objective search results
      • Our goal is to have the most relevant, useful search results on the web.
      • We strive to provide scalable, equitable support for all webmasters and all sites, large and small.
      • By some estimates, there are 100 million sites on the web, so we need something really scalable.
    • 46. Life of a Query Before the Search… www Build index Crawl web Calculate PageRank
    • 47. Webmaster Central http://www.google.com/webmasters
    • 48. Questions Webmaster Central Can Answer
      • How can I improve my site's visibility in the web index?
      • How can I tell Google my desired geographies?
      • Where is my Google traffic coming from?
      • How do I ensure all my pages are indexed?
      • How can I change the snippet (or sitelink) under my site?
      • What’s the best way to redirect traffic?
    • 49. Google Webmaster Tools A free and easy way to improve your site’s visibility in Google search results Available in 22 languages
    • 50. “Dashboard” provides an overview of your account
      • See the status of the websites and sitemaps in your account
      Your website Sitemap status Verified status
    • 51. “Site Verification” gives you detailed reports
      • Site verification ensures that only the true site owner gets access to detailed site statistics
      • You can get site statistics before you submit a Sitemap
      Verification options Verification status
    • 52. Diagnostic reports help you troubleshoot crawl errors
      • Overview shows a quick snapshot of crawl and indexing status of your site
      • Alerts webmasters about some violations to the webmaster guidelines
      Message center alerts Index summary
    • 53. Crawl errors show you which pages were problematic
      • See error types for specific URLs to quickly identify and easily fix issues
      Page Type: web, mobile Crawl error summary Error detail Date stamp URLs with errors
    • 54. Mobile crawl errors show you which mobile pages had problems
      • See error types for specific mobile URLs to quickly identify and easily fix issues
      Mobile CHTML crawl errors Mobile WML/ XHTML crawl errors
    • 55. “ Top Search Queries” show queries that drive traffic to your site
      • See your top 20 search query and search query clicks statistics
      • Top position shows you where your pages were listed per search query
      • Timeline shows query stats in the past
      • Easily export a report with CSV download feature
      Search queries = impressions in search results Position per query in search results Query Clicks = Traffic More stats % out of the top 20 queries Timeline = Historical views
    • 56. Mobile web statistics show traffic from mobile devices
      • See top searches from mobile devices and top searches on mobile web.
      Searches from mobile phones, PDAs, etc. Select geographic specific domains
    • 57. “ What the Googlebot Sees”
      • See common phrases & keywords on your site and in links to your site
      Words on your site Links to your site Page type Encoding
    • 58. “Crawl Stats” show your page distribution in Google
      • See distribution of crawled pages
      PageRank distribution URL with highest PageRank
    • 59. “Index Stats” shows how your pages are indexed
      • Learn more on how your pages are included in the Google index with advanced search operators
      Type of advanced search operator
    • 60. Links show which pages are linked outside your domain and how often
      • See the pages with the most links pointing from your own site & outside sites
      • Easily download full site data with CSV download feature
      # of links from outside websites URLs in your site URLs in your site # of links from within your site
    • 61.  
    • 62. Sitelinks shows generated sitelinks and blocking controls
      • Sitelinks are automatically generated listed under search results to help with site navigation
      • View generated links, block links you do not want visible in search results, and provide feedback on inaccurate sitelinks
      Current blocked sitelinks Automatically generated sitelinks Provide feedback on sitelinks
    • 63. Re-inclusion request, spam report, paid links report forms
      • Lets webmasters tell us when they fixed quality violations to help get back in the index faster
      • Requests from Google webmaster tools are more “trusted” because they are from a registered user
      • Spam & paid links report to help webmasters be good citizens to report spam results and websites selling/buying links
    • 64. Robots.txt analysis helps to improve your coverage
      • Confirm your robots.txt URL, status, “last downloaded”, and homepage access
      • Test against different Googlebots including search, content, mobile, and image
      Date stamp and status Test against different Google crawlers
    • 65. Set crawl rate
      • View 90 day Googlebot activity and load on your servers
      • Adjust crawl rate
      Choose crawl rate Kilobytes/day downloaded by Googlebot Average page download time # pages crawled - includes URLs that point to same page
    • 66. “ Geographic target” allows you to associate a site with geographic region
      • Submit geographic data for an entire site or site subdirectory
      Specify full or partial geographic information
    • 67. “ Preferred domain” lets you tell us how you want URLs to be displayed
      • You can choose www or non-www, or opt not to set an association
    • 68. “ Enable enhanced image search” to enhance search visibility of images on your site
      • You can choose to let Google gather additional metadata about your images using Image Labeler
      • More metadata = relevant image search results
    • 69. “ Remove URLs” allows you to remove a URL, subdirectory, or site from the Google index
      • Request a removal in 3 steps:
      Step 1: Make a New Removal Request Step 2: Select Removal type (site, sub directory, URL) Step 3: Submit URL path
    • 70. Sitemaps: make sure we know about your site
      • The problem: islands of links
        • Pages that aren’t linked from outside your site
        • Search engines can’t find these
      • The problem: crawling large sites
        • Crawl of very large sites is limited
        • If we know when pages have changed, we can optimize crawling
      • The solution: Sitemaps
        • The open standard for providing a list of all your pages
        • Supported by Google, Yahoo, Microsoft and Ask
    • 71. Keep Google informed of all your pages 1 2 Increase coverage of your pages in the Google index WWW Web crawl Sitemaps enhances the web crawl Google.com Help improve the visibility of your pages on Google Sitemaps: how they work Your Site
    • 72. Submitting your Sitemap improves the visibility of your URLs
    • 73. Submitting your Sitemap improves the visibility of your URLs Status of your sitemap Your sitemap
      • Tell Google about every page on your site
    • 74. Additional types of Sitemaps: Mobile Sitemap
      • Webmasters can submit Sitemaps of URLs that serve mobile content into Google’s mobile index
      • Mobile content is specifically designed to fit the small screens of mobile phones and devices
      • Supported markup languages include
      • XHTML, WML , and cHTML
      Mobile Web results: 'bbc' Results 1 - 10 of about 113,000. 1 BBC - WAP - BBC News BBC Sport Ashes 2005 Highlights Entertainment www.bbc.co.uk/mobile/ 2 bbc.co.uk/mobile - BBC News BBC Sport Films news.bbc.co.uk/mobile/
    • 75. Add a Sitemap in 3 steps Step 1: Create a Sitemap with the Sitemap Generator Step 2: Upload the Sitemap file to your website Step 3: Add the Sitemap URL to your account For accounts with multiple websites: You can include URLs from verified websites in a single Sitemap
    • 76. What have we learnt?
      • Build content for users, not search engines
      • Test and measure everything
      • Sign up for webmaster tools and control how we crawl you site
      • Describe all the content on your site effectively
      • Submit a sitemap
      • Visit http://google.com/webmasters/
      • Help us to crawl you comprehensively, so your content can be found
    • 77. Q & A
    • 78. Useful resources
      • Webmaster Central:
      • http://www.google.com/webmasters/
      • Sitemaps:
      • http://www.google.com/support/webmasters/bin/answer.py?answer=40318
      • http://www.sitemaps.org
      • Webmaster guidelines:
      • http://www.google.com/webmasters/guidelines.html